MQL-to-SQL Rate
Quick definition
MQL-to-SQL rate is the percentage of marketing-qualified leads that sales accepts as sales-qualified leads in a defined period.
Formula
MQL-to-SQL Rate = SQLs ÷ MQLs × 100
Formula variables
- SQLs
- Marketing-qualified leads that sales accepted as sales-qualified.
- MQLs
- The marketing-qualified leads in the group being measured.
Worked example
- MQLs passed to sales
- 400
- Accepted as SQLs
- 120
120 ÷ 400 × 100
Result: 30%
Sales accepted three in ten marketing-qualified leads. The figures are illustrative.
How definitions differ
- Stage definitions are company-specific
- Each company sets its own criteria for MQL and SQL. Measures called MQL conversion rate or SQL conversion rate may refer to this transition or to a different one; this page covers the step from MQL to SQL.
- Cohort or period
- Counting MQLs created in a period and following them to SQL gives a cohort rate; dividing SQLs created in a period by MQLs created in the same period mixes cohorts.
How to interpret it
The rate reflects how closely marketing's definition of a qualified lead matches what sales will work. A low rate points to a mismatch in criteria or follow-up, not necessarily poor lead volume.
Use it as a shared metric between marketing and sales, and review the qualification criteria together.
When it is useful
- Checking agreement between marketing and sales on lead quality.
- Tracking the effect of changes to lead scoring.
- Finding which lead sources produce leads sales accepts.
Limitations
- Depends on how each stage is defined and who decides.
- Can be gamed by loosening or tightening criteria.
- Does not show whether SQLs turn into customers.
Common mistakes
- Comparing the rate between companies with different stage definitions.
- Treating a higher rate as better without checking downstream results.
- Mixing cohorts.